By Amber Kemmis

marketing to seniors using technology

With the senior population projected to grow to be 19% of the population by 2030, marketers in all industries will start considering how to use content offers to turn seniors into customers.  Whether you are growing your own medical practice, trying to reach an elderly audience for a product launch, or wanting to acquire new residents for a retirement community, content marketing can be a really effective way to reach an elderly audience.

What Is a Content Offer?

As a refresher, a content offer is a valuable piece of information that is leveraged to gather contact information on websites.  Content offers help marketers generate leads from their company’s website and can be delivered in a number of formats including these examples:

  1. eBook: X Ways to Stay Active After Retirement

  2. Template: Weekly Healthy Eating Chart

  3. Webinar: Q & A with Experts on Senior Living Costs

Content offers are an integral part of your customer’s buying process. Actually, content offers can simplify the buying process by educating website visitors about problems you help them solve and build trust.  

Here 6 considerations for marketing to seniors through content offers:

  1. Build Trust: Speaking of trust, trust is something that is important to sales and marketing with a target prospect of any age, but it is especially important for seniors.  Use “stamps of approval” on your website to show that you can be trusted.  Testimonials, certifications, and awards can all be used to show that your content offers are worth exchanging information for.

  1. Don’t Assume Seniors Are All Alike: The term “senior” can apply to anyone that is over 50. With that in mind, seniors who range in age from 50 to 100 are significantly different from one another. A woman in her eighties is more likely to be widowed and less active, while a man in his early sixties may be working and married. Point being is that you have to know your buyer personas even when creating content offers for seniors.

With that said, there are some data trends with seniors that should be considered in developing and launching content offers for seniors; however, keep in mind that you should always carefully evaluate whether those trends will apply to your audience.

  1. Develop Offers for Their Children or Loved Ones: When your target audience includes seniors who are significantly influenced by their children or loved ones, create offers that appeal to those influencers.  For example, “How to Tell if a Parent Requires Senior Care” is a content offer that would appeal to a concerned child.

  2. Integrate On and Offline Marketing: While seniors are becoming more and more tech-savvy and connected to online resources, they do still frequently engage with offline content. There are several ways you can integrate on and offline offers, but here a few quick tips:

- Make it easy to print eBooks and other online content

- Invite seniors to your website content offers through offline media

- For brick-and-mortar companies, offer exclusive online offers to bring seniors to your storefront.

  1. Promote Offers on Social Media: According to data from, 60% of 50-64-year-olds and 43% of Americans over 65 actively uses social media.  With increasingly more seniors adopting social media every day, there is a big advantage to spreading the word about your content offers through social media.

  1. Use the Right Design Elements: Seniors are more likely to have vision problems, which means it is important to keep design simple with a lot of white space, use larger fonts, avoid colors like green, blue, or yellow, and finally, use images that represent the senior population well like active and happy seniors.

Have you been successful at marketing to seniors through content marketing? Share your insights below!


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Amber Kemmis

About the author

Amber Kemmis is the VP of Client Services at SmartBug Media. Having a psychology background in the marketing world has its perks, especially with inbound marketing. My past studies in human behavior and psychology have led me to strongly believe that traditional ad marketing only turns prospects away, and advertising spend never puts the right message in front of the right person at the right time. Thus, resulting in wasted marketing efforts and investment. I'm determined to help each and every one of our clients attract and retain new customers in a delightful and helpful way that leads to sustainable revenue growth. Read more articles by Amber Kemmis.